• by Gavin O'Malley  @mp_gavin, July 17, 2013

In an effort to bridge the worlds of video and social marketing, video ad technology start-up Mixpo this week is rolling out a collection of new social sharing and syndication tools.

SocialBlaster will help clients blast their ads across the newsfeeds of their Facebook fans and Twitter followers, as well as their communities on LinkedIn, Google+ and Tumblr.

Along with a general awareness of industry trends, the initiative was born out of Mixpo research, which found that 80% of agencies and 86% of media companies now believe that branded video is core to their social strategy.

Jon Groebner, director of social media at Razorfish, is part of that agency majority.

"Everyone knows that the social media newsfeeds are where interaction takes place,” according to Groebner. “For brands with significant following, to be able to create rich experiences for their fans in the feed, especially with video, is a game-changer.”

The new SocialBlaster service also works across multiple screens, and generates all the standard performance metrics one would expect from such a service, assured Mixpo CEO Anupam Gupta.

“SocialBlaster will enable cross-screen social syndication of branded video,” said Gupta.

That marketers have to increasingly meld their social and video campaigns is clear. Following by the immense success of YouTube, which one could call a social network of sorts, Facebook has established itself as a top video platform. Indeed, the social network ranked as the second-most-popular online video content property in May -- with 60.4 million unique viewers -- according to comScore.